The Hawaiian Punch mascot named "Punchy" has been upgraded for a reintroduction in stores and advertising next month.

The two-dimensional version familiar to generations has been upgraded to appear more three-dimensional, according to a Dow Jones news report.

"Punchy is very Hanna-Barbera," Jaxie Alt, vice president of Dr Pepper Snapple juice and juice drinks, told the news service in a reference to the creators of Atom Ant, the Flintstones, the Jetsons and Yogi Bear. However, he added, "We live in a Pixar world now."

"Punchy" was introduced in 1961, and his familiar question, "How about a nice Hawaiian Punch?" was invariably followed by the other character, "Opie," getting punched in the face.

Having apparently turned a new leaf, away from physical violence, "Punchy’s" coiled fist has changed into what the wire service called a "hang-ten hand gesture" — so rather than throwing a punch, he’s throwing what you and I might call a "shaka."

Punchy has had at least two makeovers, in 1992 and in 2003, to give him a more contemporary look.

The product history on the parent company website reports on Hawaiian Punch’s beginnings as an ice cream-topping syrup and explains that its original name, "Leo’s Hawaiian Punch," was derived from the isle origin of the main ingredients for the first recipe.

The parent company website does not mention that Hawaiian Punch was one of many soft drinks affected by a federal ban on artificial sweeteners known as cyclamates (circa 1970), nor does it mention another consumer scare in the 1970s involving red dye. It is nevertheless interesting to read, and something to occupy one’s time whilst the new Hawaiian Punch website undergoes construction.

PELE DEADLINE LOOMS

If your advertising agency friends are a bit busier than usual these days, it could be because they’re completing online entries for the 2010-11 Pele Awards competition. The deadline is Tuesday; the late entry deadline is Feb. 4; and the instruction booklet is more than 20 pages long. The length is partly due to the numerous categories and subcategories that will be assessed by mainland judges Feb. 26 and 27.

The American Advertising Federation Hawaii Chapter, District 13, stages the Aloha State’s regional ADDY Awards competition each year with a gala event. This year’s winners will be feted at the Hawaii Theatre on April 23.

Hawaii winners are automatically entered in the national competition, with the winners announced at the national organization’s annual conference, to unfurl June 4 at the Hilton San Diego Bayfront Hotel & Resort this year.

This year, Pele Awards Chairman Paul Lam is flying solo, following tutelage from longtime chairwoman Barbara Scott, who stepped down after last year’s competition.